Leading Health Care Brands in the U.S. for Q1 2024: A Sensor Tower Analysis

Introduction

The Health Care Services category in the United States continues to be dominated by major brands such as CVS, Walgreens, and Mayo Clinic. As Q1 2024 unfolds, these brands showcase impressive digital footprints across their websites and apps. Sensor Tower's unique cross-referencing capabilities provide invaluable insights into their monthly audience trends, app engagement, and advertising strategies.

CVS

CVS, a prominent player in health care services, maintains a strong digital presence through its website, cvs.com, and the CVS Health app.

• Audience Trends: From Q4 2023 to Q1 2024, cvs.com saw a decrease in unique visits, stabilizing at just under 19M by March 2024. The monthly deduplicated audience remained above 25M throughout the quarter, with a notable balance between web-only and app-only visitors.

• App Engagement: The CVS Health app maintained a steady monthly active user base, with active users hovering around 3.2M in Q1 2024, indicating consistent mobile engagement.

• Ad Spend & Channels: CVS's monthly advertising expenditure showed fluctuations, with March 2024 witnessing a significant increase to over $10M, primarily driven by OTT and desktop display channels, capturing substantial impressions.

Walgreens

Walgreens, known for its comprehensive health care services, operates through its website, walgreens.com, and the Walgreens app.

• Audience Trends: The website visits experienced a dip in unique visits, leveling at approximately 17M by March 2024. The monthly deduplicated audience numbers remained robust, consistently surpassing 25M.

• App Engagement: The Walgreens app saw monthly active users stabilize around 3.1M towards the end of Q1 2024, reflecting solid engagement.

• Ad Spend & Channels: Monthly advertising spend peaked in October 2023 but adjusted downwards to about $7.3M by March 2024, with OTT and YouTube channels being key contributors to impressions.

Mayo Clinic

Mayo Clinic's digital strategy is multi-faceted, encompassing websites such as mayo.edu, mayoclinic.org, mayoclinichealthsystem.org, and the Mayo Clinic app.

• Audience Trends: Across its websites, Mayo Clinic witnessed varying trends. Notably, mayoclinic.org maintained over 22M unique visits consistently, while mayoclinichealthsystem.org saw visits stabilize at just under 740K by March 2024.

• App Engagement: The Mayo Clinic app had a modest monthly active user base, with numbers hovering around 36K throughout Q1 2024.

• Ad Spend & Channels: Mayo Clinic's monthly ad spend saw a gradual rise, closing Q1 2024 at about $890K, with Facebook and OTT channels contributing significantly to impressions.

Conclusion

The digital landscape for health care services in Q1 2024 reflects strategic adaptability and robust engagement across platforms. Sensor Tower's comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, remain indispensable for understanding cross-platform user behavior and advertising efficacy in this dynamic sector. These insights empower decision-makers to navigate the complexities of digital marketing with precision and foresight, leveraging Sensor Tower's analytics for strategic advantage.

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